Well, GDPR makes forces them to make the tracking features opt in, so they have to collectively convince EU users to turn on the tracking as opposed to hoping the people won't disable it.
They do this through a few devious practices, such as the spin doctoring discussed here. One other thing that they do is instead of the option being a check box, it is a selection between two radio buttons and you explicitly have to choose one of them. I suppose this is actually a violation of the GDPR, since it should be disabled by default.
You don't lose value from facebook at all by not opting in. "Show ads that are relevant to me," is an arrogant statement. The actual statement is "Track my browsing to show ads that Facebook believes are relevant to me." I don't use Facebook for the targeted ads, I use it to infrequently receive news about people I know spread out across the globe.